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1. SEO Training with Interrupt Media
Lesson 2: On-Page SEO Optimization

2. Course Syllabus
Week 1: Introduction to SEO
Week 2: On-Page Optimization and Technical SEO
Week 3: On-Page Optimization and Technical SEO (Part 2)
Week 4: Link Building for Local SEO
Week 5: Link Building for National SEO
Week 6: Content’s Role in SEO
Week 7: Competitor Analysis
Week 8: Social Media’s Impact on SEO
Week 9: Measuring the Results
Week 10: Course Review
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3. Roadmap
1. Quick Recap of Week 1
2. Creating Good Content
3. Best Practices for On-Page Optimization
4. On-Page Optimization of Test Page
5. Q&A
6. Homework
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4. Recap of Week 1
• Keywords set the tone of your page
– Focus on the long tail
• Great, keyword targeted content is the hallmark of
a good SEO strategy
• Important On-Page Elements: Page Title, Heading
1 & Heading 2 tags, images, & meta descriptions
What’s Missing Here?
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5. Know Your Target Audience
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Start with Your Customer Avatar

6. How to Build a Customer Avatar
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7. Customer Avatar Example
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8. Planning Content for Your Customer Avatar
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What’s the Name of this Document?

9. Keyword Research
• Google Suggest
• Keywords Everywhere Chrome Extension
• Answer the Public
• Uber Suggest
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10. Using Your Keywords to Find Content Topics
1. What’s Trending?
2. What is Being Shared on Social Media?
3. What is Ranking & Receiving Traffic
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11. The Role of Competitive Research
Competitive Research Hacks:
1. Look at the subheadings for ranking pages
2. Review the word count for ranking pages
3. Look at a website like aHREFs to see the keywords a
competing page is ranking for
4. Note any patterns with the first page of the search
results
a. Videos, local pack, featured snippets, etc
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12. What are Best Practices for Writing Good
Web Content for SEO?
1. Read the content out loud to yourself or a friend
2. Use a tool like the Hemingway App to assess the
reading level
3. Use numbered lists
4. Categorize Your Keywords and use a mix of
primary and secondary keywords
5. Match the searcher’s intent
6. Incorporate images, video, infographics, etc.
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13. Best Practices for On-Page SEO: Page Titles
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Keep these points in mind
1. Keep the page title between 30 and 65 characters
2. Keep your primary keyword as close to the front of the
page title as possible
3. Include your website or brand name at the end of the
page title
a. <primary keyword> | Jerick’s XYZ Company
4. Ensure each page on your site has a unique title
What software can we use to check these?

14. The Secret Sauce for Page Titles
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Incorporate sales and marketing tactics:
1. Satisfy your searcher intent: TOFU, MOFU, BOFU
2. Use Power Words
3. Use modifiers like the year, “top”, “best”
4. Emphasize freshness with phrases like “new”, “updated for <year>”, “new data”
5. Use H & W strategy: How, What, Why, When, Where, Who
6. Show comprehensiveness with phrases like “complete”, “ultimate”,
“comprehensive”
7. Emphasize speed with words like “simple”, “fast”, “quick
8. Break the viewers’ patterns with special symbols like brackets, curly brackets,
parentheses, equal signs, etc
9. Use numbers
Use the Headline Analyzer Tool from AMI

15. Best Practices for On-Page SEO: Meta Descriptions
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Keep these points in mind:
1. Keep your meta descriptions between 70 and
156 characters
2. Include your primary keyword somewhere in the
meta description
3. Ensure each page on your site has a unique meta
description

16. The Secret Sauce for Meta Descriptions
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Incorporate sales & marketing tactics:
1. Mention your target demographic:
a. Ex: Working moms
2. Include a call to action to direct users to the next
step
a. Ex: Click here to learn more about our service for working
moms.
3. Try including pattern interrupts
Remember meta descriptions don’t have a direct impact on SEO.
But they can impact clickthrough rate

17. Best Practices for On-Page SEO: Heading Tags
1. Focus on Heading 1, Heading 2
& Heading 3 tags for SEO
2. It’s OK if your Heading 1 tag is
the same as your Page Title
3. Only one Heading 1 tag per
page
4. Each page should have a
unique Heading 1 tag
5. Use as many Heading 2 tags as
needed
6. Use variations of your primary
keywords for the Heading 2
tags
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18. Best Practices for On-Page SEO: ALT Tags
1. Use your primary and secondary keywords + brand
name
a. <primary keyword> Jerick’s XYZ Company
2. Don’t use the same ALT tag for each picture. Vary the
keyword used
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19. Other SEO Best Practices for Images
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1. Save the image files with your primary or secondary
keywords in the file names
a. Be sure not to overoptimize
2. Keep images under 100kb
a. Try using a image compression plugin
3. Use unique images and avoid stock photos if possible

20. Best Practices for On-Page SEO: URLs
1. Include Your Primary Keyword
2. Don’t use numbers, special characters, etc
3. Keep Your URL under 115 characters
4. Use hypens instead of underscores
5. Each page should have a unique URL
6. Don’t use capital letters
a. WRONG: /Jerick-XYZ-Company
b. CORRECT: /jerick-xyz-company
NOTE: URLs are sometimes called “slugs”
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21. Webpage Demo
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22. Q&A
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23. Homework
1. Sign up for free versions of SEMRush & aHREFs
2. Review TOFU, MOFU, & BOFU Concepts
3. Review Customer Avatar Worksheet & Complete one Avatar for Your Website
4. Perform Keyword & Content Topic Research for your Customer Avatar
5. Write 2-3 articles for your website based on your research from #1 and #2
6. Review articles in the Hemingway App
7. Install Plugins on Your Site
8. Review Page Titles Guide Article from Gotch SEO
9. Review list of power words for headlines & heading tags & use them in your
page titles, meta description, and page headings
10. Review headlines for articles in AMI Headline Analyzer Tool
11. Finish all on-page SEO for your new pages
12. Review external link and internal link video
13. Complete this week’s homework questions
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24. Week 2 Homework Questions
1. True/False – It’s okay to have multiple pages with the same page title
2. What are Power words?
3. How do we determine the recommended word count for our site’s
content?
4. True/False – It’s okay to have the same text for the page title and
heading 1 tag
5. What are the differences between TOFU, MOFU, & BOFU?
6. What is search intent?
7. When a web searcher is just researching information about a specific
pain point they are having, which stage of the customer journey does
this fall in? (TOFU, MOFU, or BOFU)
8. What are some ways to avoid over optimizing a page for a keyword?
9. Who writes the content for Gotch SEO? (First name & last name)
10. Why is video a recommended addition to a SEO content strategy?
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